Fun, Kids & Evidence-Based R&D = Games for Health Success?

We continue our guest blogger series with Richard Tate of HopeLab.

Richard Tate is the Director of Communications and Marketing at HopeLab and a blogger on Sticky Notes, HopeLab’s official blog. 

HopeLab, maker of the groundbreaking Re-Mission videogame for teens with cancer, is an innovative nonprofit harnessing the power and appeal of technology to improve the health of young people. Their evidence-based, customer-focused development process delivers fun, effective products that measurably improve the health and quality of life of adolescents and young adults.

More than 30 years ago, Joan Ganz Cooney began to build the evidence base for entertainment technology as a tool for good in the lives of young people. From Cooney’s work, the groundbreaking program Sesame Street emerged, and the show quickly demonstrated the incredible power of harnessing the appeal of TV technology to achieve specific goals in children’s educational, behavioral and social development. The approach worked, and TV producers, critics and generations of viewers were persuaded.

Can we do the same for digital games? Most definitely. What will it take to get there? The Sesame Workshop’s Joan Ganz Cooney Center released a new report offering a roadmap forward. Based on my work at HopeLab with our Re-Mission video game for cancer and my own experience as a kid watching Grover and Big Bird after school, three things come to mind as essential components: fun, kids’ input and evidence-based R&D.

Focus on Fun: There’s a reason 97% of American teens play computer or video games (hint: it’s not because they’re looking for educational opportunities). It’s because games are fun. And “fun” doesn’t have to mean “pointless”. Quite the contrary. The creative freedom afforded by today’s game technology gives us an opportunity to produce content that’s immersive, highly entertaining AND targeted at specific outcomes in the “real” world. But if games aren’t fun, kids won’t play. And if kids won’t play, we can’t achieve the outcomes we’re after. That’s where many “serious game” projects seem to stumble. Looking back, I didn’t watch Sesame Street because I wanted to learn the alphabet. I just had a blast singing “C Is for Cookie” with Cookie Monster.

Kids First: How do we know what’s fun for kids? We don’t – unless we ask them. Too often, the fun factor – the essential ingredient for games – is forgotten when adults begin to layer education and learning opportunities into entertainment media based solely on academic research. The best, most reliable way to gauge what’s truly engaging and fun for kids is to engage them directly. In our experience at HopeLab, kids are great at generating ideas and honest with their opinions when given an opportunity to contribute. It’s why we invite them into our development process and incorporate their feedback every step of the way. Talking to kids is the best way for us all to ensure we’re on track to deliver games that are fun and effective in improving kids’ lives.

Evidence-Based R&D: Commercial video games for entertainment are largely developed based on the creative vision of industry experts. Games that aim to do more than entertain require both creative vision and evidence to inform objectives and validate outcomes. Data – scientific evidence that games work – has been the critical missing piece in catalyzing broad, systemic and sustained engagement in digital games development for health and education. For example, demonstrating through research that games can enable patients to better manage their health and reduce healthcare costs is essential to engaging the healthcare industry in creating games as tools for consumers.

Research also provides insights to the field on how to create games that work to achieved desired benefits.  Advances in health games research and development have largely been driven by the commitment and financial resources of major foundations like the Robert Wood Johnson Foundation, and individual philanthropists, like HopeLab founder and board chair Pam Omidyar. The government also has funded development of leading-edge, game-based virtual technology for training soldiers. HopeLab has generated compelling data on Re-Mission and how it works to improve kids’ health, but more needs to be done in the field. RWJF’s Health Games Research Project aims to do just that. It would be great to see others come forward in the public and private sectors to support more evidence-based development of health and education games in the coming years.

Games are a tremendously powerful part of our kids’ lives, and it’s within our control to make them tools for good. The new Cooney Center report is a timely assessment of how digital games might advance our efforts to improve the health and learning of young people. Wouldn’t it be great to look back on this time as the point at which digital games, like television, became a medium that both entertained us and improved our lives?